‘Adult’ toy trend taking over Australia

It’s no secret that adults are becoming obsessed with toys that are designed for children — but one brand has taken that to the next level.

It’s no secret that adults are becoming obsessed with toys that are designed for children — but one brand has taken that to the next level, and their flagship stores are proof of that.

Lego stores boast lines down the block, while Labubu sees people standing outside at 3am waiting to get their hands on the viral trinkets.

But Jellycats have created a truly unique experience with locations such as the Jellycat Diner in New York, the Fish and Chips in London and the Patisserie in Paris.

For those living under a rock, Jellycats are those incredibly soft, fairly pricy plush toys. The more traditional stuffed animals (bunnies and bears in particular) have emerged as wildly popular gifts for newborns in recent years. But these days, the designs are nothing short of whimsical, fantastical and even food-orientated.

This is where the food-themed experiences come in. Customers can nab soft toys that look good enough to eat, such as Birthday Cake, Fran Pancakes, Egglatine Egg On Toast, Go To Coffee or ab Irresistible Chocolate Ice Cream, among others.

Workers then pretend to cook the toy in front of waiting shoppers.

A viral video shows one worker talking to a young customer, handing the burger over and telling him to “slam it into the grill”.

“Oh my god, it’s so hot,” she screamed.

Meanwhile, another colleague sings as he swirls a pancake in a bowl on the oven top.

And, while the toys are designed with children in mind, adults aren’t afraid to get in on it either.

Australian influencer Sophia Begg, also known as Sopha Dopha, shared a clip of herself at the diner in New York to her brand All for Mimi’s TikTok.

A new toy trend has emerged. Picture: TikTok/@yvonnecrossley8

Yvonne Crossley, a British content creator, recently shared a video of herself packing away all of her Jellycats because she and partner Connor were moving apartments.

“I’m going to preface this with a little warning. I have a lot of Jellycats. I know it’s not normal,” Ms Crossley said.

“You don’t need this many Jellycats.”

She has an Avocado, a Croissant, a Bunny with a Santa hat, a Mandarin and a Gingerbread. However, her collection extends beyond that.

They're plush toys called Jellycats. Picture: TikTok/@allformimi

There is even a Jellycat diner Picture: TikTok/@amandalouiseb

Ms Crossley isn’t the only adult who loves Jellycats. There isn’t a specific store for them in Australia but places such as David Jones stock the toys.

“We’ve seen strong demand for the brand and an increase in sales in not only their iconic bunny which they are best known for but also more niche/unique styles,” a David Jones spokesperson told news.com.au.

“There has also been a noticeable shift in the consumer who is buying this product, traditionally bought for children we have seen demand from Gen Z thanks to social media driving the trend among this group.”

It comes as Aussies have gone wild for the Labubu craze, a furry plushie featuring a bizarre grin and sharp teeth.

Designed by Hong Kong-born artist Kasing Lung, the product is sold by Chinese toy company Pop Mart following a collaboration with Lung on his story series book The Monsters, released in 2015.

While the Labubu hit the market in Asia in 2019, the toy only took off after Blackpink’s Lisa, a popular K-pop singer, was spotted with a $32 keychain-version of the doll attached to her handbag in April 2024.

Even adults love the toys. Picture: TikTok/@allformimi

And in just 12 months, the whole world has become hooked, including Aussies. And while it was designed with children in mind, a recent video filmed in Melbourne showed it’s fully grown adults who are after it — much like Jellycats.

Another clip showed puzzled onlookers watching on as a long queue stretches down Pitt Street in Sydney recently, prompting the TikTok user to ask: “All for a Labubu?”

Pop Mart, which describes itself as a “rising global force in pop culture and entertainment”, said the power lies in the ‘love at first sight’ reaction the toys get from loyal followers.

“This isn’t just about ‘toys’ but a collectable, pop-culture movement engaging Australian adults like never before,” a Pop Mart spokesperson told news.com.au.

“The excitement here mirrors what we’ve seen in major cities globally with queues forming around the block as eager collectors hope to get their hands on these unique pieces.

“We collaborate with a series of designers to create highly collectable figurines, and the range has grown from strength to strength.”

Originally published as ‘Adult’ toy trend taking over Australia